齐鲁晚报.齐鲁壹点于佳霖通讯员侯文婷崔连君 威海文登区家长刘先生分享，中考后为孩子报名的名校研学游，不仅拓展了眼界、锻炼了独立能力，更 让孩子通过感受学府历史底蕴与学术氛围，明确了学习目标，成为研学价值的生动注脚。 毕业游："减压+长见识"为核心事件型旅行受追捧 毕业旅行群体中，100%的受访者将"放松身心、彻底减压"列为首要需求，80%希望"开阔眼界、增长见 识"，60%重视"与同伴创造回忆"和"品尝美食"。此外，90%的毕业生会为"事件亲历型旅行"(如村超、 演唱会)专门规划行程，仅10%表示不感兴趣。 来威旅游的高中毕业生赵同学坦言，此次旅游最主要的目的就是放松、减压，让自己从紧张的高三学习 生活中彻底解放出来，此外自己很想借此次旅游到外地长长见识，体验一下不同的地方特色风俗、文化 和美食。 市场新动向：模式创新与夜经济引领新赛道 近期，国家统计局威海调查队对2家酒店、2家旅行社、3个景区和58名已出游或者计划旅游的居民开展 专题调研，与威海市文旅局和旅游行业协会开展座谈，了解2025年暑期旅游市场的新动态、新趋势。调 研结果显示，2025年暑期游客更加注重深度文化体验和高品质服务，新的消费模式与新兴趋 ...

Group 1: Travel Market Response - The travel market is experiencing a surge in demand as high school graduates seek to celebrate their achievements with family trips, particularly to historical and cultural cities like Beijing, Nanjing, and Xi'an [2][3] - Popular travel destinations include theme parks, with Shanghai Disney Resort being a top choice, and many regions are offering discounts for graduates, such as free entry with exam admission tickets [2][3] - Approximately 55% of graduation trip users prefer to travel in groups of 2 to 3, highlighting the trend of shared experiences among friends and family [2] Group 2: Skills and Personal Development - Graduates are increasingly investing in personal development activities such as driving lessons, fitness training, and skill enhancement courses during their break [4] - Training institutions are offering summer discounts to attract graduates, with driving schools providing significant fee reductions for students [4] - The end of high school marks a transition to adulthood for many graduates, leading to increased consumer autonomy and spending on personal grooming and medical aesthetics [4][6] Group 3: Consumer Behavior Insights - The post-exam economy reflects a balance between material and experiential consumption, with a focus on both immediate enjoyment and long-term human capital investment [5] - There is a notable shift towards rational purchasing behavior among graduates, with many opting for essential items rather than luxury brands, influenced by promotional offers and discounts [7] - The interest in domestic brands among the "00s" generation is rising, with a reported 78% purchasing rate, indicating a significant opportunity for local brands [6][7] Group 4: Sustainable Consumption Practices - Experts emphasize the importance of guiding young consumers towards rational spending, encouraging them to balance their desires with financial realities [6] - The government and businesses are urged to adapt to the evolving consumer landscape by enhancing product offerings and ensuring a safe consumption environment [7] - Sustainable development of the post-exam economy requires a focus on long-term consumer needs and preferences, with an emphasis on innovation in products and services [7]

Core Insights - The summer tourism market in 2025 is experiencing a significant surge, driven by family-oriented travel and cultural experiences, marking a shift towards deeper engagement rather than mere sightseeing [1][2][3] Group 1: Market Trends - Family travel remains the core demographic, with a notable increase in demand for cultural and educational experiences, such as "curriculum tours" and hands-on activities [2][3] - The "post-00s" graduate demographic is emerging as a new consumer force, favoring personalized and meaningful travel experiences [2][3] - Traditional travel segments like study tours, summer vacations, and graduation trips are now complemented by new trends such as performance tourism and cruise travel [3][7] Group 2: Consumer Preferences - There is a growing preference for self-driving trips, with peak travel times identified in early July, mid-July to mid-August, and late August [3] - The outbound travel market is also seeing a resurgence, with visa applications increasing significantly, reaching a three-year high, and international flight prices dropping by approximately 15% [3][4] - The number of travelers and transaction volume for summer trips has increased by about 70% and 80% year-on-year, respectively, with European travel seeing a remarkable growth of around 110% [3][4] Group 3: Service and Supply Enhancements - The tourism supply side is rapidly evolving to meet diverse consumer demands through product innovation and service optimization [4][5] - Over 4,300 cultural and tourism consumption activities are planned nationwide to stimulate summer tourism, focusing on various themes such as coastal vacations and family activities [4] - Local governments are implementing policies to reduce travel costs, including ticket discounts and travel incentives, to lower barriers for travelers [4][6] Group 4: Cultural and Experiential Focus - Museums are becoming central to cultural experiences, with initiatives to enhance youth engagement through special events and extended hours [5] - The performance tourism market is gaining traction, with cities like Haikou promoting large-scale performances and related services to attract young tourists [6] - Emerging cultural destinations are focusing on local cultural revitalization and immersive experiences, appealing to a broader range of travelers [6][7] Group 5: Challenges and Future Outlook - The surge in tourism is leading to increased pressure on popular attractions and uneven quality in certain travel products, necessitating a shift in operational strategies [8] - The tourism industry is moving towards a more refined and quality-driven approach, emphasizing emotional engagement and personalized experiences [8] - The 2025 summer tourism market is expected to witness its strongest growth in nearly four years, driven by diverse consumer preferences and a focus on quality experiences [7][8]

Core Insights - The upcoming summer vacation is expected to see a surge in travel demand, particularly for graduation trips, educational tours, and family vacations, with Hainan emerging as a popular destination [1][2] Group 1: Travel Trends - Hainan benefits from its natural advantages as a summer vacation spot, offering a cool climate and beautiful beaches, making it an attractive choice for tourists [1] - Data from travel platforms indicate a significant increase in hotel bookings in Sanya and Haikou, highlighting the popularity of Hainan for summer travel [1] Group 2: Emotional Value in Travel - Graduation and family trips are driven by a strong emotional value, with travelers seeking experiences that allow them to unwind and enjoy themselves after academic pressures [2] - The tourism industry must adapt its offerings to meet the emotional needs of travelers, providing both energetic and relaxing experiences [2] Group 3: Cultural and Emotional Engagement - Travel experiences should not only fulfill emotional needs but also provide cultural enrichment, ensuring that visitors leave with lasting memories and a desire to return [3] - Emphasizing local culture and unique experiences can enhance the value of graduation, educational, and family trips, making Hainan a preferred destination for future visits [3]

Group 1 - The tourism market is experiencing a surge in consumption as graduation season approaches, with many students taking advantage of lower prices in June before the summer peak [1] - Average prices for flights and hotels in June are nearly 40% lower compared to July and August, leading to an increase in long-distance travel bookings, with a 35% year-on-year growth in flight reservations for graduation trips [1] - Popular destinations include Xinjiang, Sanya, Haikou, Zhuhai, and Yunnan, indicating a trend towards longer trips among graduates [1] Group 2 - Major cities such as Shanghai, Beijing, Guangzhou, and Sanya are favored by graduates, with theme parks and cultural venues being popular choices for activities [2] - Over half of the flight bookings are for combinations of one graduate and one parent, reflecting a trend of graduates traveling with family or friends [2] - Various regions are offering special promotions, such as free entry for students with exam admission tickets, to attract graduation groups [2] Group 3 - As the summer tourism peak approaches, regions are enhancing cultural and tourism offerings, with Yunnan planning over 3,100 cultural events and Fujian introducing new tourism experiences [3]

Core Insights - The graduation travel market is experiencing significant growth driven by the post-2005 generation, reflecting a shift in consumer behavior and travel demand [1][2][6] Group 1: Market Trends - The graduation travel market has evolved from a seasonal consumption model to a comprehensive consumption scene that incorporates social attributes, emotional value, and economic vitality [1] - The post-2005 generation exhibits distinct travel preferences, characterized by a combination of short and long trips, a focus on emotional value alongside cost-effectiveness, and a blend of popular destinations with in-depth experiences [2][5] Group 2: Consumer Behavior - The decision-making cycle for travel among the post-2005 generation is approximately 40% shorter than that of traditional tourists, indicating a trend towards immediate decision-making and quick travel arrangements [2] - A notable 55% of users prefer to travel in groups of 2-3, while 30% opt for solo travel, reflecting a balance between social needs and individual expression [3] Group 3: Destination Selection - The choice of travel destinations is heavily influenced by trending hotspots, including popular cities and events, with major cities like Shanghai, Beijing, and Guangzhou leading in bookings [4][5] - The "Su Super" sports event has significantly boosted travel bookings in Jiangsu, with some destinations experiencing nearly a 50% increase in reservations during the event [4] Group 4: Marketing and Product Innovation - The tourism industry is adapting to structural changes by offering more flexible, modular products that cater to the post-2005 generation's desire for customized travel experiences [6][7] - The introduction of targeted pricing strategies, such as free admission for high school graduates at certain attractions, has led to an average 40% increase in bookings for participating sites [7] Group 5: Emotional Value and Experience - The concept of "graduation ceremony" is being transformed into a consumer experience, with theme parks and other attractions offering special packages that enhance the emotional significance of graduation [8] - The overall trend indicates a shift from traditional marketing to value-driven operations, emphasizing emotional consumption and social currency as key factors for future growth in the tourism industry [8]

Group 1 - The graduation travel market is experiencing a surge in demand, with diverse preferences among different segments of travelers, including popular options like social media hotspots and UNESCO heritage tours [1][2] - The peak travel period for graduates is expected to be from June 10 until the start of summer vacation, with high school graduates leading the trend, followed by college students [2][3] - Group travel is a significant trend, with over 70% of hotel bookings in June being for multiple travelers, and nearly 55% of users opting to travel in groups of 2-3 [2][3] Group 2 - The travel preferences of the post-2005 generation show a tendency for shorter decision-making periods and greater autonomy in budget and destination choices, with a willingness to spend on emotional value and personalized experiences [3][4] - Popular travel destinations include UNESCO heritage sites and coastal cities, with Beijing, Xiamen, and various other cities being favored by graduates [4][5] - There is a notable increase in long-term stays in rental apartments and homestays, with a 30% rise in bookings for stays longer than a week, particularly in cities like Dali and Weihai [5] Group 3 - The outbound travel market for graduates is booming, with a significant increase in bookings for destinations with visa-free access, such as Thailand and Singapore, and a 60% rise in overseas hotel reservations [5] - Popular international destinations include Japan, Indonesia, and various European countries, with short-term free travel and long-term group tours being favored by graduates [5]